Bachelor of Science in Business Administration - Marketing Management Concentration - San Luis Obispo - California - I2000

The learning objectives for the business administration degree program are aligned with the Orfalea College of Business’s mission and the business administration majors will:
1. demonstrate breadth of knowledge and skills in general business fundamentals.
2. demonstrate depth of knowledge, skills, and perspectives within their selected, specific business discipline.
3. recognize the ethical dimensions of business decisions and the wider responsibility of business organizations for societal level outcomes above and beyond firm level profit or loss.
4. be able to generate innovative solutions to business problems that are supported by appropriate data analysis and evaluation of alternatives.
5. understand diverse perspectives and generate solutions that incorporate them.
6. demonstrate effective writing and speaking skills, peer leadership and participation in teams.
7. engage in career-related interactions with business professionals and industry leaders.
The Orfalea College of Business engages in a comprehensive assessment plan to ensure student achievement of these objectives.

The objective of the Marketing Area is twofold: 1) to prepare students for rewarding careers in marketing, and 2) to provide non-marketing students with a basic understanding of marketing and its role in business. At the heart of marketing is a customer-focus; the same is true of the Area and its faculty. The marketing faculty is student-oriented and is committed to helping students develop the skills necessary to successfully transition from the academic environment to the business world. The Area offers classes in the undergraduate and graduate degree programs offered through the College and works to develop courses to meet student and market place needs.

The Marketing Management Concentration provides students with a rigorous, analytical understanding of marketing decision-making. Students learn to generate, analyze, interpret, and present the information that organizations need to satisfy and retain customers; build brand equity and maximize return on investment; and develop innovative products and services.
The Marketing Management Concentration provides students with knowledge of a wide range of tools and techniques from fields as diverse as sociology, psychology, anthropology, information technology, engineering, and economics. Students learn to leverage information, technology, and knowledge to support innovation in virtually all areas of business, non-profit enterprises, and government.
As a discipline with broad applications, the Marketing Management Concentration offers flexible career paths and work styles. Graduates are in demand for positions in marketing intelligence, product development, product management, advertising, sales, and purchasing.

BUS 418 Listening to the Customer
BUS 419 Strategic Marketing Measurement
BUS 451 Product Development and Launch
BUS 452 Product Management
BUS 454 Developing/Presenting Marketing Projects
BUS 455 Marketing Strategy